More than 100 organic brands are encouraging you to skip this annoying 30-minute ad

Only Organic throws 700 chemicals in your face to remind you of their alternative in campaign from Humanaut

Published On
Oct 02, 2019

Editor's Pick

Organic Voices, a nonprofit dedicated to supporting organic agriculture and food production, takes an annoying approach to promoting its cause. The organization, backed by more than 100 brands including Organic Valley, Amy’s Kitchen, Stonyfield Organic, Applegate and Lundberg Family Farms, has debuted what it calls the “World’s Most Skippable Ad.”

Created out of agency Humanaut, the 30-minute long preroll features a couple reciting, singing and rapping a list of more than 700 chemicals, from Abamectin and Lamda-Chyhalothrin to Yellow Prussiate of Soda and Zoalene, all of which are no-nos when it comes to organic agriculture, livestock and food production. The couple encourages viewers to go ahead and skip the ad (and all those additives) because that’s what they’d be doing when they buy organic food, textiles and household goods.

“Americans should not have to read a long list of chemicals on the back of their products and wonder if any will cause harm to themselves and their family,” said Gary Hirshberg, chairman of Organic Voices and founder of Stonyfield Organic in a statement. “We want to make it simple: you can skip this long list of chemicals and just go with organic.”
 
Added Humanaut Co-founder and Chief Creative David Littlejohn, “The campaign focuses on one thing: the sheer volume of chemicals that organic protects you and your family from.”

Along with the preroll, the campaign also features out-of-home ads, digital, social and a website, SkipTheChemicals.com, featuring an absurdly long scroll through the entire list of chemicals. It does take quite some time to get through, and the site even encourages you to skip it too through a series of cheeky pop-ups. 

It’s just the latest do-good effort from Humanaut, which focuses on creating work for brands with purpose. Recently, it was behind the branding and creation of Morgan Spurlock’s chicken restaurant “Holy Chicken!” featured in his latest film. 

Organic Voices Print Ad

 


 

 

 

Credits

Date
Oct 02, 2019
Client:
Only Organic
Agency:
Humanaut
Chief Creative Director:
David Littlejohn
Chief Strategy Officer:
Andrew Clark
Creative Director:
Nathan Dills
Associate Creative Director:
Will Benham
Director of Content:
Dan Jacobs
Director of Production:
Tommy Wilson
Account Director:
Deborah Riley
Account Manager:
Fritsl Butler
Art Director:
Bethany Maxfield
Art Director:
Steven Preisman
Copywriter:
Nathan Dills
Copywriter:
Will Benham
Copywriter:
Austin Howe
Copywriter:
Jedd Levine
Senior Designer:
Jen Rezac
Designer:
Coleson Amon
Production Company:
Humanaut
Director:
Dan Jacobs
Producer:
Alvaro Donado
Associate Producer:
Thomas Stroud
Director of Photography:
Dillan Forsey
Post Producer:
Kyler Potter
Editor:
D’arce Peter
Musical Composition:
Bethany Maxfield
Musical Composition:
Joel Sparks
Original Score:
Summer Dregs
Original Score:
SummerDregs.com
Motion Graphics:
Victor Tyler
Audio Mix:
D’arce Peter
Color:
Annie Huntington
Media:
Junction 37

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